In the ever-evolving realm of academia, the utilization of social media as a platform for knowledge dissemination has undergone a significant transformation, and not necessarily for the better. In this reflection, we explore the concept of the Enshittification cycle and its impact on the effectiveness of academic engagement on social media.
Once hailed as a powerful tool for academics to share their work and build a community, social media platforms have undergone a dramatic shift. The initial promise of reaching a wider audience by sharing quality content has given way to a landscape where algorithms reign supreme, dictating the visibility of academic contributions.
The heart of the matter lies in the algorithmic evolution of social media platforms. Initially designed to enhance user experience, these algorithms have morphed into tools that prioritize profit over genuine content visibility. The result? A decline in the organic reach of academic content, rendering the traditional approach of ‘making and sharing’ considerably less effective.
As academics, we find ourselves in a paradoxical situation. Social media, once a catalyst for career success, has transformed into a pay-to-play arena. The ethics of this shift are questionable, especially when considering that many academic institutions lack the budgetary provisions for extensive social media advertising.
The slow demise of platforms like Twitter has prompted academics to explore alternative spaces. The emergence of new platforms, such as Mastodon, BlueSky, and Threads, offers hope, yet the perpetual game of ‘promoting your work’ has become an endless cycle of cut-and-paste, leaving little time for meaningful interactions.
While federated platforms like Mastodon hold promise in empowering users and eliminating corporate control, the reality is that many individuals are enamored with the algorithmic features that make social media enjoyable. The tension between a liberated, federated space and the seduction of algorithmic convenience complicates the search for a viable alternative.
For those who educate others on the use of social media in academia, the discomfort grows. The narrative of ‘get your work out there’ and ‘make an impact’ becomes increasingly misleading. The normalization of social media engagement as a professional obligation clashes with the diminishing returns and escalating risks associated with these platforms.
Even with the introduction of new platforms like Threads, the enthusiasm is met with skepticism. The dopamine-inducing experience of engagement on Threads may provide temporary satisfaction, but the looming question remains: Where does this end? The cycle of platforms rising to fame only to be replaced by the next big thing adds to the complexity of academic engagement.
In echoing the words of Joshua/WOPR from Wargames, the unsettling truth emerges: “The only winning move is not to play.” The escalating challenges, the fleeting nature of platform popularity, and the perpetual quest for the next ‘Big Thing’ underscore the unsustainability of the current trajectory.
In light of these challenges, here’s some advice for academics and institutions grappling with the enshittification of academic social media:
– Recognize the diminishing effectiveness of social media as a communication tool.
– Exercise caution before incorporating social media into teaching, ensuring ethical considerations and student safety are prioritized.
– Share your work for the joy of sharing, without being overly concerned about click-throughs and views.
– Embrace social media for genuine social interactions and networking, acknowledging the value of making nerdy friends.
– Prioritize owning your content and consider maintaining a simple website or blog for easy accessibility.
– If seeking to expand your reach, invest in building a mailing list—an effective, algorithm-free distribution medium.
– Pace yourself, choose channels wisely, and know when to disengage for the sake of your well-being.
To managers and decision-makers in universities, the plea is clear: Cease encouraging academics to rely on social media for research impact and engagement. The numbers on platforms like Twitter and Facebook are misleading, and the risk/return ratio no longer makes sense. Let researchers focus on their work without the distraction of chasing elusive social media metrics.
In navigating the evolving landscape of academic social media, the imperative is to rethink strategies, prioritize genuine connections, and explore alternative avenues that align with the true essence of scholarly pursuits.
